Back-to-school Sales Trends Led by Personalization, Sustainability and Denim

Summer might be in full swing, but back-to-school deals and trends are already heating up.

In fact, a recent survey by commercial real estate firm JLL reveals that parents plan to start shopping earlier than usual. With 75 percent indicating they expect to begin by July and one-quarter planning to start in June, the season is set to kick off earlier than ever.

The survey also highlighted that parents earning more than $50,000 annually do not intend to reduce their b-t-s budgets. Those with higher incomes indicated they would allocate more of their budgets to discretionary purchases rather than mandatory school items.

This trend contributes to overall projections from Sensormatic Solutions. This global retail solutions platform estimates that total spending on school supplies in the U.S. for 2024 will exceed $81 billion, reflecting a 3.2 percent increase from 2023.

Grant Gustafson, head of retail consulting and analytics at Sensormatic Solutions, emphasized the importance for retailers to optimize their store operations and boost staffing during this busy period.

“With the rise in in-store traffic this time of year, retailers must look at their store operations and staffing to ensure they are meeting and exceeding consumer expectations by creating an environment that truly delivers,” he said. “Getting it right means knowing your customers and being flexible enough to adapt to their needs. Drilling down into historical performance and shopper behavior insights can help retailers ensure their b-t-s plans hit the mark.”

Fashion Trends

Aside from operational strategies, fashion trends are also evolving this b-t-s season. According to Sarah Assous, senior director of product marketing at software company Akeneo, sustainability will play a “major role” in consumer purchases this year. 

She noted that parents are becoming increasingly aware of the long-term costs associated with disposable items, like brown paper lunch bags and low-quality backpacks, despite their lower initial prices. As a result, there is a growing demand for sustainably made and durable products that offer better value.

“With two-fifths of consumers willing to pay more for a brand that communicates strong values, packaging and marketing materials that clearly highlight sustainability efforts or commitment to diversity and inclusion can effectively resonate with shoppers who share these values, ultimately driving revenue,” Assous told WWD.

Personalization will be essential in terms of clothing and accessories. Assous emphasized that brands looking to succeed this b-t-s season should focus on providing high-quality, customizable and durable products that foster long-term consumer trust.

One brand expected to draw considerable interest from consumers for its customization options is New York-based brand Ralph Lauren with its Create Your Own program. This program lets consumers personalize their favorite styles with various color options and graphics. Customers can personalize more than 500 items, including polo shirts, crewneck sweaters, fleece and oxford shirts, using options like Knit Your Own, Create Your Own and Print Your Own.

“Throughout key calendar moments, like b-t-s…we see an uptick in Create Your Own orders as customers seek ways to add a personal touch to their purchase,” a spokesperson for Ralph Lauren told WWD. “We specifically see customers gravitate toward the iconic polo shirts, oxford shirts and caps, personalizing these items with monograms and the Ralph Lauren polo bear.”

Customization isn’t the only focus for b-t-s shoppers this year, though. According to Kendall Becker, fashion and editorial strategy director at retail intelligence platform Trendalytics, flats are expected to be in high demand as well. 

“Flats are a perennial staple in childrenswear, and now they’re borrowing trends from the womenswear market — expect studded details and mesh fabrics to be particularly popular,” she told WWD. “Additionally, a hybrid style blending ballet flats with sneakers is gaining traction, with searches up 855 percent on the Trendalytics platform.”

Denim is also poised to be another b-t-s staple. Inspiration from luxury labels like LaPointe, Who Decides War and Helmut Lang is evident in painted looks, while nods to Dries Van Noten and Proenza Schouler are influencing unconventional acid washes and muted color palettes (including gray, beige and brown).

Leopard denim, especially popular among kids and teens, is also staging a comeback and rapidly gaining favor. In fact, it has already seen a 2,950 percent increase in searches, Becker noted.

“This trend is on track to grow significantly as Tumblr-era nostalgia, currently trending on TikTok, continues to influence the market,” she added. “Overall, I think [we’re gearing up] for an exciting b-t-s season.”